David Senra

And he's like, just look at the Beatles.

So he stops using the name Steel Mill and he starts performing as Bruce Springsteen.

Problem is, there's no fans of Bruce Springsteen.

So he has to start all the way over.

So he says, with Steel Mill, we had made as much as $3,000 a night with no recording contract.

And when the money was split after expenses, band members went home with hundreds of dollars in their pockets.

Do you know how long you could live on hundreds of dollars in 1971 or 1972 with no taxes, no dependents, and no rent?

A long, long, long time.

Now I sent my men home with $3.

He's got to rebuild his fan base from scratch.

And control over his work was so important to him that he was willing to go from making $3,000 a night to $100 a night, $50 a night.

And even when his band is making $3 a night per person, he says, I still felt I was the best undiscovered player I'd ever seen.

And so he's looking for his point of differentiation where he could stand out, how he can finally break through and not be the greatest person no one's ever heard of, the undiscovered talent.

That's not what he was going for.

He's going to be very clear.

This book's incredible.

He's going to be very honest about what he wanted.

And I think a lot of people lie to themselves about what they truly want.

And so he's going to lean very heavily into what he thinks his differentiation is, which is songwriting.

I decided the world was filled with plenty of good guitar players.